Relo Metrics, the AI-powered sponsorship analytics platform, has released its 2024–25 NHL Brand Exposure Value Report. The report gives an in-depth look at how brands performed across broadcast and social media throughout the regular season.

The NHL continues to prove itself as one of the most valuable sports leagues for brand exposure, delivering an impressive $1.7 billion (€1.4bn) in total Sponsor Media Value (SMV) this season, with 93 per cent of that value driven by broadcast placements. The league’s high-density inventory and innovative sponsorship placements contributed to over 14 million brand exposures and a record 86 billion social media impressions with brand value.

“The NHL’s multi-layered broadcast sponsorship strategy and expanding social media ecosystem are delivering unmatched value for sponsors,” said Jay Prasad, CEO of Relo Metrics. “From dasherboards to TikTok, sponsors are tapping into a highly engaged and evolving audience, especially as the line between broadcast and digital continues to blur.”

Key Takeaways from the report:

• TikTok’s Rapid Rise
  TikTok drove some of the highest engagement of the season, with a 62 per cent increase in posts featuring brand exposure and 38 per cent more engagements per post. Content ranged from mic’d-up moments to trick shots and fan highlights, targeting a younger, digitally native fan base.
• The Power of the Moment
  Major events like Alexander Ovechkin’s goal record and the Four Nations Face-Off delivered massive value spikes. Posts during the Face-Off generated 120 per cent more media value than last year’s All-Star Week.
• Broadcast Delivers, Social Media Surges
  Broadcast remains king in the NHL, but social media value grew 67 per cent year-over-year, thanks to ramped-up content production, player-driven moments, and the blockbuster Four Nations Face-Off tournament.
• Top-Performing Categories and Brands
  Financial Services led the way, with 35 brands surpassing $1M in SMV. Scotiabank ranked as the NHL’s top sponsor with $174.1 million in value, followed by CCM, Toyota, FanDuel, and Bell. In total, 357 brands earned more than $1 million in sponsor media value.
• Most Valuable Placements
  For broadcast, Digitally Enhanced Dasherboards (DEDs) remained dominant, accounting for $499 million in value, followed by center ice and static dasherboards. On social, uniform and helmet branding led engagement, with uniform logos alone generating over $34 million in value.

“The NHL’s content strategy is evolving, and brands that embrace that evolution are seeing big returns,” added Prasad.

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Tags: advertising, NHL, relo metrics